Interstellar Brands LLC, a subsidiary of Inter Parfums, Inc., will develop of a new fragrance line in collaboration with supermodel Lily Aldridge. The deal marks the beginning of a strategic partnership between Interstellar and IMG Models—which manages Aldridge—to develop direct-to-consumer e-commerce fragrance and beauty businesses for IMG Models’ diverse and dynamic client base.

Aldridge will work closely with Interstellar to develop a unique, namesake fragrance line and ecommerce site that will be connected directly to Aldridge’s social channels and passionate fan base. Initial products are expected to be available for sale by the end of 2019, according to Inter Parfums.

“We believe this partnership is a first in our industry,” said Jean Madar, chairman and CEO of Inter Parfums, Inc. “Drawing from our decades of experience creating products that capture and interpret the DNA of our brands, we will look to develop namesake products that capture the spirit of each celebrity. Direct-to-consumer sales backed by social media, rather than traditional advertising, make this a very attractive business opportunity.”

Aldridge has more than 5.2 million Instagram followers.

Interstellar’s broader partnership with IMG Models will reportedly see the two groups collaborate on exploring and developing compelling ecommerce businesses for IMG Models clients. Interstellar will be responsible for building the e-commerce platforms, all aspects of product development, packaging, production and marketing, as well as fulfillment and customer service. In addition to talent, IMG will develop creative content to support marketing and promotional efforts.